IMCF - Proof of Execution

CASE
STUDIES

Selected highlights from a larger, ongoing growth strategy. Each campaign was built from data, executed with creative precision, and designed to compound into something bigger than the sum of its parts.

Community Growth Event Strategy Organic Acquisition Content Systems

Campaign 01 - Community Revival - 2024-2025

Crayon Munchers

Social media was dormant, engagement near-zero, and the community had lost trust in the organisation after years of failed delivery. We needed to come back with something that proved IMCF was alive - and worth paying attention to again.

15M Views 25K New Followers Organic Growth Meta + YouTube Monetised

The Problem

A Dead Account and a Broken Community

IMCF social media was not being utilised. What was posted had near-zero engagement. Worse - the community had been let down by the organisation multiple years running. There was deep distrust. People had switched off. The algorithm had switched off too.

We were not starting from a difficult position. We were starting from a hostile one.

Context

Any standard "we're back" announcement would have been ignored. The community had seen that before. We needed to prove ourselves through action - and give them something to participate in, not just watch.

What We Saw

Finding the Signal in the Data

We started posting a range of content types and analysed everything. One pattern emerged immediately: high-intensity short-form clips performed dramatically better than anything else. The physicality of bohurt was a natural fit for short-form platforms. Raw, unedited clips pulled consistent reach.

We also identified a gap: most fighters in the bohurt world are unsponsored. They love the sport - but all the equipment is expensive. That is both a pain point and a motivational lever.

The third element: community trust had to be rebuilt through association. We identified the most respected sellers and equipment makers as potential collaboration anchors.

The Solution

A Community Contest with Skin in the Game

We built a campaign around two pillars: the community's love of intensity, and their desire to be recognised and rewarded. We reached out to trusted community sellers and equipment makers - proposing a collaboration where they gained massive reach, and we gained credibility through association with names people already trusted.

The campaign: submit the most intense clip of bohurt, let the community vote through social media reach. Prizes were real equipment - something fighters genuinely wanted. Everyone jumped in.

On the production side, we layered in high-quality in-house motion graphics to atomise the content - extending the life of each clip and reformatting it for every platform.

Key Insight

Incentive + Identity + Exclusivity = participation. The community did not just watch - they competed. They shared. They tagged friends. We were not broadcasting at them; we had made them the content. That is the difference between an announcement and a movement.

What It Delivered

A Bang. Not a Whisper.

The campaign generated 15 million views and brought in 25,000 new followers through purely organic growth. It restored algorithm traction on both Meta and TikTok. It established IMCF as active and community-first - which was exactly the reputation shift we needed.

The monetisation side came as a direct result: content volume triggered Meta and YouTube monetisation thresholds, turning the content engine into a passive revenue stream for the federation.

Long-term: the data gathered became the foundation for subsequent collaboration strategies - we now knew exactly what content formats, community dynamics, and incentive structures drove the highest engagement.

Campaign Outcome

15MViews

25KFollowers

OrganicZero paid reach

MonetisedMeta + YouTube

Campaign 02 - Event Strategy - IMCF World Championship 2025

Real-Time Winner Recognition

The 2025 World Championship livestream failed due to ground-level constraints outside our control. With the audience at home frustrated and on-ground energy disconnected from digital, we deployed a real-time social strategy that turned a crisis into one of the best-performing content pushes of the year.

~25K Views Per Post 6x Usual Engagement 100+ Content Pieces Now Standard Strategy

The Problem

The Livestream Failed. The Audience Was Already Watching.

The 2025 World Championship had real budget constraints that led to a poor livestream experience. Fighters had trained all year for this. Fans had been waiting. The stream quality simply was not there - and I had no authority to fix it on the ground due to reliance on a national organisation.

What I did know: this was coming. The moment the stream degraded, social media would catch the fallout. Disrespect toward the organisation would follow.

Context

The challenge was not reversing the livestream failure - that could not be fixed in the moment. The challenge was redirecting emotional attention to something immediate, real, and rewarding for the community watching at home.

What We Saw

The Ground Was Still Full of Story

Even without a working stream, the tournament itself was happening. Fighters were competing. Victories were being decided. Emotions were raw and real. Every moment of victory was completely untapped content.

We identified that what people at home could not get from the stream, they could get from a curated social feed - if we built the right pipeline fast enough to feel live. Over the 4 days of the World Championship, over 100 content pieces were pushed across all platforms to counter the livestream problem and keep the audience connected to what was happening on the ground.

The Solution

A Real-Time Recognition Machine

We built a lean, fast pipeline: a dedicated person on the ground capturing winners the moment they placed - right after competing, still in full kit. The images were immediately sent to a standby editor online, who processed them instantly with national flag, name, position and category branding, then released them live.

In parallel, we pushed hourly updates from the ground directly to Stories - timetable changes, category announcements, atmosphere content. Anyone following felt they were there, even if the main stream was broken.

100+ Content pieces in 4 days

90+ Additional medalist focus posts

Live Real-time release pipeline

Key Insight

Fighters wanted to share their win. We gave them the perfect asset - instantly, professionally, with their nation represented. The natural instinct to share victory did the distribution work for us. Every post became organic reach we did not pay for.

What It Delivered

6x Normal Engagement. Every Single Post.

Each recognition post averaged ~25,000 views - roughly six times our usual picture post performance. Shares were consistently high as fighters and their communities amplified their own recognition.

More importantly: the negative energy that could have consumed the post-event narrative was replaced by a wave of celebratory content. The organisation came out of a broken livestream situation with its reputation intact - and new proof that it valued and recognised fighters at the highest level.

This system is now a permanent fixture of IMCF tournament strategy. It costs almost nothing to run and delivers consistent, repeatable engagement at every event going forward.

Campaign Outcome

~25KViews per post

6xEngagement lift

100+Live pieces pushed

Crisis - ContentNarrative controlled

These case studies are selected highlights from a broader, ongoing strategy. Each campaign feeds into the next - data from Crayon Munchers informed collaboration targeting; the winner recognition pipeline is now standard infrastructure for the 2026 Denmark World Championship campaign. The goal is always compounding return, not isolated wins.

CASESTUDIES